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There is rose gold trim on just about every appliance and piece of furniture in the penthouse. There’s a “millennial pink” velvet couch in the living room and natural light spills into every crevice of the 2,400 square foot space. It rents for just $15,000 dollars a month, and if you’re an Instagram influencer, it’s aesthetic heaven.
“It was opened in August by Village Marketing, an agency that connects advertisers like the eyewear company Warby Parker and the Equinox fitness company to the social media personalities known as influencers. The ones who work with Village Marketing — mostly stylish young women who are paid to promote products on Instagram — have amassed huge followings with images that capture an idealized version of daily life.
I’ll admit that when I first clicked on the link for this New York Times article, I groaned and definitely went in with a preconceived notion about what this place was going to look like. I wept a little bit internally thinking about the kind of person who would rent this place out.
And while I assumed correctly that there was going to be a lot of exposed brick and rose gold on everything, and the place was going to be the definition of #basicbetch, I was wrong in thinking that I would hate the layout and design because I don’t. I actually love this apartment, and let’s be honest here – who wouldn’t love to live in this place?
It’s gorgeous. The idea behind designing it is wholly ridiculous and genius at the same damn time.
The woman behind the #vibes of the space knew that all of these poor Instagram influencers in NYC were having trouble capturing aesthetically pleasing pictures inside of their tiny, overpriced apartments shoeboxes.
They were going to Restoration Hardware’s and other trendy furniture stores and just pretending that they lived there. But she figured out a way to charge these idiots to post pictures on Instagram, and for that I have to give her props. This is capitalism at its finest. Only in 2018 could you get away with charging 15k a month for a penthouse that you don’t actually live in.
I realize that brands and companies will be footing the bill for the penthouse rather than the IG influencers themselves, but it’s still hilarious.
The women who work with Village Marketing are drawn to the apartment’s “pink design moments and our iconic pink couch,” Ms. Segar said. The specific shade, she noted, is “millennial pink,” which was also used for the chairs around the dining table.
“Most of our influencers are millennials, most of them love this color palette,” she added. “The gold accents, the blushes, the velvets, the furs.”
Some [influencers] were booking hotel rooms or making covert visits to furniture stores to get their work done.
“People get up and go to ABC Home the second the doors open to shoot — they do anything,” Ms. Segar said. “Spaces like this are gold for them, because then they’re able to have a place that’s a home to shoot lifestyle home moments in.”
This is just further proof that everyone on Instagram is full of shit. You may think someone else is living a better life than you, but just remember that they only post what they want you to see, and the best example I can think of this fucking penthouse – a place curated with the sole purpose of attracting fucking Instagram influencers for fifteen grand a month. It’s all one big facade.
I’m sure the bill is vastly lower if you want to rent it out for a day or two, but the fact remains the same – there are people paying large sums of money to take Instagram pictures of themselves. If I told my 92 year old grandma about this concept, her head would explode. Millennial pink is here to stay folks and if you take anything away from this blog it should be this – keep your head to the grindstone. No one has it as good as they say they do..
Image via Instagram
[via The New York Times]